“2011 looks set to be another year of challenges for the functional food ingredients market. With 80% of 2010’s health claims refused by EFSA, the major challenge for 2011 and beyond will be how will manufacturers differentiate their products to stand out from the crowd? Manufacturers will have to rethink their products to a certain extent, if they don’t want to fall into the commodity trap.
“2011 will be an interesting year, as the functional ingredients industry responds to the challenges of EFSA’s existing rulings. I can see a move from benefit-led marketing towards ingredients-led communication as the industry continues to find its feet in this new, challenging environment. To give an example, we will see more ‘with bifidus bacteria’ and less ‘increases natural defences’ in the near future.
“I believe that 2011 will see new categories appearing in the energy and performance drinks sector, as consumers demand more natural products. Red Bull and similar shot drinks have their place, but consumers are looking for different ways to get longer-term energy boosts. Combine this with the trend of an ageing workforce and more people looking for that boost to ‘get them through the day’ and I predict that we will see a sharp increase in energy and performance drinks that combine fruit and dairy-alternative carriers.”
“Any items with the seal of approval from EFSA look set to have the competitive advantage in 2011. For those without EFSA sign-off, the market will see a move towards the clever reformulation of products to promote nutrient content claims.
“Combined with consumer demand for weight management products, there will be an increased focus on the caloric value and physiological properties of food and drink products in 2011, and this will mean the rise of sugar replacers and dietary fibres. This will be further driven by the increasing tension between whether we, as an industry, should be countering obesity or catering for it and the fact that those who have ingredients such as sugar replacers, that can do both, will be increasingly sought after in the coming year.
“In addition, fibre could make a comeback in popularity, as consumers continue to link this with feeling fuller for longer.”
Source: Beneo
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